中美房地产广告对比研究：批评话语分析视角

发布时间：2018-06-18 18:50

本文选题：中美房地产广告 + 批评话语分析　；参考：《浙江工商大学》2013年硕士论文

【摘要】：住房是人们的基本生活需要之一,作为房屋信息主要来源的房地产广告在报纸上是很常见的。本研究在批评话语分析视角下,在中国和美国三家主流报纸各抽取100篇房地产广告进行对比研究,以期帮助人们更好的理解房地产广告,了解中美两国人的不同居住心理,以提高对房地产广告的批评性阅读能力。本研究试图回答四个问题：1)中美房地产广告各自的语言特征是什么；2)中美房地产广告是如何通过话语实践形成语篇的?3)中美房地产广告话语背后的意识形态是什么?4)这些意识形态的成因是什么? 本研究以费尔克劳夫的三维模式为分析框架,从描写,解释和阐释三个维度对中美房地产广告进行对比分析。在描写维度上,以韩礼德的三大纯理功能中概念功能的及物性以及词汇分类为主要分析工具,描述广告的语言特点；在解释维度上,以韩金龙对互文性的分类(细节互文,体裁互文和文化互文)为工具定量定性对比分析房地产广告语篇的生成；最后在阐释维度上,从社会实践方面揭示出中美两国房地产广告背后的意识形态并分析其成因。本研究主要得出如下结论：在语言特征上,中美房地产广告都倾向于使用及物性中的关系过程来介绍房地产的具体信息。不同之处在于,中国房地产广告常用华丽词语,美国房地产广告常用朴实词语。在话语形成过程中,中国房地产广告普遍使用体裁互文和文化互文来形成语篇并反映出意识形态,细节互文使用较少：美国房地产广告有少量语篇使用体裁互文和文化互文,没有使用细节互文。中国房地产广告反映的意识形态主要有：对地位身份的追求,对教育的重视以及浓重的家庭观念；美国房地产广告反映的意识形态主要是对隐私性的重视。两者共同反映出的意识形态是对优美的自然居住环境的推崇。以上这些意识形态差异是中美两国不同文化在房地产广告上的具体体现。
[Abstract]:Housing is one of people's basic living needs. As the main source of housing information, real estate advertisements are very common in newspapers. From the perspective of critical discourse analysis, this study selects 100 real estate advertisements from three major newspapers in China and the United States for comparative study, in order to help people better understand real estate advertisements and understand the different residential psychology of Chinese and American people. In order to improve the real estate advertising critical reading ability. This study attempts to answer four questions: 1) what are the linguistic characteristics of Chinese and American real estate advertisements; (2) how do Chinese and American real estate advertisements form discourse through discourse practice? what are the ideologies behind the discourse) what are the causes of these ideologies? Based on the three-dimensional model of Faircroft, this study makes a comparative analysis of real estate advertising in China and America from three dimensions: description, explanation and interpretation. In the descriptive dimension, the main analysis tools are the conceptual function, the transitivity and the lexical classification of Halliday's three pure functions, and the linguistic characteristics of the advertisement are described, while in the explanatory dimension, Han Jinlong's classification of intertextuality (detailed intertextuality) is used as the main analysis tool. Genre intertextuality and cultural intertextuality) are used to quantitatively and qualitatively analyze the formation of real estate advertising discourse. Finally, from the perspective of social practice, the author reveals the ideology behind real estate advertising in China and the United States and analyzes its causes. The main conclusions of this study are as follows: in terms of linguistic features, Chinese and American real estate advertisements tend to introduce the specific information of real estate by using the relation process of physical properties. The difference is that Chinese real estate advertising is often used gorgeous words, American real estate advertising used simple words. In the process of discourse formation, Chinese real estate advertisements generally use genre intertextuality and cultural intertextuality to form discourse and reflect ideology, while detail intertextuals are less used: a small number of American real estate advertisements use genre intertextuals and cultural intertextuals. No details intertexted. The ideology reflected by Chinese real estate advertisements mainly includes the pursuit of status and identity, the importance of education and the strong family concept, while the ideology reflected in American real estate advertisements is mainly the emphasis on privacy. Both reflect the ideology of the beautiful natural living environment. These ideological differences are the concrete embodiment of the different cultures of China and the United States in real estate advertising.
【学位授予单位】：浙江工商大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：H315;H15

【参考文献】